Brand Strategy

Naming Without the Committee

Basilica · May 27, 2026 · 5 min read

Good names die in consensus. A lightweight process for getting to a defensible name fast.

Naming by committee produces the least objectionable option, which is almost never the strongest one.

Set the criteria before you see the names: distinctiveness, ownability, and fit with the narrative. Score against the criteria, not against taste.

Then commit. A good name earns meaning through use; a perfect name never ships.

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